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LOS ANGELES — Celebrity stylist Cristina Ehrlich is branching into design with CE by Cristina Ehrlich, a line for QVC that will make its debut Sept. 8 during the network’s Fashion’s Night Out broadcast.

This story first appeared in the July 6, 2011 issue of WWD. Subscribe Today.

Ehrlich, who dresses actresses such as Penélope Cruz and Amy Adams, represents a classic addition to the retailer’s portfolio, which includes trendier lines by stylists Rachel Zoe and Lori Goldstein, as well as celebrities such as Kim Kardashian and Joan Rivers.

“We liked that Cristina is aligned with a lot of celebrities and has high visibility in the fashion world, but it was her aesthetic that filled some white space for us,” said Lisa Morrissey, QVC’s vice president of fashion merchandising. “There is a refined and sophisticated look to her apparel that was very fresh in the sea of ruffles and embellishments.”

Ehrlich will introduce four pieces during three days of fashion week programming — a lace notch collar blazer, an embroidered zip-front cardigan, a long shirtdress and a belted coat — followed by six additional pieces in late September and November. Retail prices for the collection range from $39.50 to $128.

Ehrlich acknowledged the “explosion” of stylist-designed lines and said the decision to start her own was about making women feel good.

“I’m not trying to reinvent the wheel,” said Ehrlich, who has been styling for 17 years and was previously a professional ballet dancer. “I thought about what I could offer in this area that was unique and how I could use my experience as a red-carpet authority, and I felt it was about showing women how to be confident in their own style and use classics to create their own look. That’s what I do with my celebrity clients.”

Said Adams, “She’s incredibly talented and just instinctually knows what looks good and how important feeling good in what you wear can be to a woman’s confidence.” Ashley Greene added, “She has an incredible eye for beautiful clothing, but most importantly, she respects my personal style. She just gets it.”

While Ehrlich noted that she wasn’t planning on dressing her clients in her line, she said that both movie stars and real women are always looking for good basics, which are the basis of her line.

“Our customers love to get that behind-the-scenes look from the stylists,” said Morrissey.

Morrissey declined to give sales projections, but said, “We are very excited to have Cristina in our apparel business and we’re confident that she will be just as well received as our other stylist collections.”

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